King.com

Function

Achievements

Financial analysts are measuring ROI on marketing campaigns for the first time

Industry

High Tech

Qlik Product

QlikView

King.com transforms by analyzing customer behavior

As one of Europe’s biggest gaming companies, King.com needed a
way to see the patterns in the massive volumes of data their game
players were generating.

King.com’s games generate more than 2 billion rows of data daily – with volumes increasing every day. Hidden in this sea of data were the secrets to game replayability, customer retention and understanding the effectiveness of marketing campaigns.

Before QlikView, King.com’s business analysts had no easy way to tap
into the value of all this data, which was stored in a Hadoop-based big data system. Marketers had to ask game developers to write scripts to track things like the number of games played per channel. “Another big
advantage of using QlikView was to be able to extract data from different data sources” Mats-Olov Eriksson, Data Architect at King.com, said.

Analyzing behavior and marketing ROI

With QlikView, business analysts at King.com are now able to analyze
40 million customers’ gaming behavior. For the first time ever, they are
able to determine the ROI of their marketing campaigns. Now they have visibility into metrics — such as the number of players, number of games played, amount of time played, daily average revenue per user, continuous second-day retentions, daily and monthly active users and more.

Seeing the relationships in huge data sets

King.com chose QlikView because of the associative experience, which enabled business users to navigate huge amounts of gaming data to find the information relevant to them. With QlikView, users aren’t limited to following predefined drill paths. They can navigate and interact with big data any way they want. More importantly, they can
literally see the relationships in the data with QlikView’s unique
associative capability, which leverages all data dimensions, in any combination, during analysis.

More than 100 QlikView apps are now in daily use at King.com, for a
wide variety of purposes. “Implementing QlikView has cost less than
20% of the alternative solutions. The payback period was just a few months.”

Featured QlikView Customer Stories

Mats-Olov Erikkson, Data Architect

”Qlik has helped LUSH deliver a central point for live data analysis, contributing to savings of over £1 million in stock loss within 2 years. It’s working with us as a business in giving our people instant access to the information they want and allowing them to find that information very quickly and easily online.”

Scott Silverthorn, Head of Data Services

”Our vision for business is that in a 24/7 world, where data is abundant, trust, loyalty and transparency will drive market growth. Information and knowledge is free, but insight is scarce. Qlik helps us to realize these insights.”